Challenge

Evolve Cotton Incorporated’s ongoing whole cottonseed marketing program to appeal to a changing dairy producer demographic.

Solution

With research pointing to a growing segment of young, college-educated producers actively using digital media and content, it was time to digitize the cottonseed campaign, and get social. Step 1: Build a website dedicated to reaching younger producers with benefits and buying information about cottonseed. Step 2: Actively engage with producers – and encourage interaction with cottonseed – in a video contest and voter sweepstakes promoted through social media networks, including Facebook, Twitter and YouTube.

Results

In a period of just six months, we completely digitized the campaign, producing www.wholecottonseed.com and Cotton Incorporated’s first dairy producer video contest. In a neck-to-neck race between two finalists, a voters’ sweepstakes to determine the grand prize winner generated thousands of votes and website views. What’s more, the process netted media coverage about the contest and website in www.dairyherd.com, www.progressivedairy.com and multiple other dairy media outlets, thousands of farmer engagements on the site and in social media networks, and valuable producer-generated content for the new site.